More than leading by style, Marvin Conanan opts to lead a positive lifestyle through it. His men’s streetwear label, CHIEF, beams don’t-worry-be-happy vibes through t-shirts with printed dictums like “Life’s a Beach” and “Take a Dip.” “The main concept behind the brand is to promote a positive and inspiring lifestyle,” says Chief’s chief, Marvin, whose optimism seems to have paid off after the success of his online vintage boutique allowed him to put up the clothing line in the first place.
B/BLOG spotted Marvin at Power Plant recently and chatted with him about elevating streetwear through polished pieces and proper fits. Seeing him mix one of his fresh tees up with a classic pair of BENCH chinos, we were reminded of another Chief rule when dressing: “Live Life with Flavor.”
Hi, Marvin! We like your cool, casual style. What inspires it?
I really like to dress down. I depend on the fit. I don’t like loud patterns. Sometime I color-block but with simple tones, earth tones lang. I’m inspired by streetwear with more mature, classic menswear thrown in. Streetwear is more rebellious so it’s toned down by the menswear with its tailored fit.
The Bench chinos go nicely with it, too.
It’s decent quality for a really affordable price. So when I was looking for pants, I got brown so I could mix it up.
Besides Chief, what else are you up to?
We rebranded Purveyr, a local Hypebeast, this year. I expanded its reach to food, tech, and retail. It’s all Philippine content. Recently we did stories on Sole Academy and the video by Ellen Adarna where she talks about her life.
How did you start Chief anyhow?
Chief started in 2011. It wasn’t a clothing brand pa. It was a vintage seller, where I’d buy vintage stuff and sell it online. When I got budget to grow it, I decided to do my own clothing. I just differentiated the philosophy of the brand: simple and classic.
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